Actionable insights with Google Analytics - Edinburgh Chamber of Commerce

Actionable Insights with Google Analytics,[object Object],Ben Rogers – Director, Attacat,[object Object],ben@attacat.co.uk,[object Object],www.twitter.com/attacatben,[object Object],www.attacat.co.uk,[object Object]

Quick Introduction,[object Object]

Questions,[object Object],Keep them coming!,[object Object],Attacat mug for every question asked (while stocks last)...,[object Object]

The Business Case,[object Object],two ways to double website sales,[object Object],or,[object Object]

Google Analytics Usage?,[object Object]

What is this Google Analytics anyway...,[object Object],Sexy graphs of what people are doing on your website,[object Object],It’s free! Zip! £0! FA! But Why?,[object Object]

Using the data,[object Object],What sort of questions do you want to answer about your own websites?,[object Object]

Owning your data,[object Object],Google Analytics data on your site is your IP,[object Object],Not your web developers,[object Object],Not your advertising agency,[object Object],Not your internet marketing agency,[object Object],Not …,[object Object],You need administrator access for:,[object Object],Setting goals & funnels,[object Object],Changing people’s access,[object Object],Adding Filters,[object Object],Applying cost data from Google AdWords,[object Object],Adding or modifying website profiles,[object Object],Changing any account level settings,[object Object]

Installing Google Analytics,[object Object]

Installing Google Analytics,[object Object],www.tagxedo.com,[object Object]

Installing Google Analytics (little bit technical),[object Object],Sign-up with Google,[object Object],http://www.google.com/analytics/,[object Object],Simple Install (new code),[object Object],Add JavaScript snippet to EVERY page on your site,[object Object],Place code just before </head>,[object Object],Complex Install,[object Object],Across multiple domains & sub domains,[object Object],Frames,[object Object],E-Commerce Tracking,[object Object]

How do I get reliable data?,[object Object],Link your AdWords account,[object Object],Tag other paid search activity & email campaigns,[object Object],Google Analytics URL Builder,[object Object],Add Goals & Funnels,[object Object],Add E-Commerce tracking (if applicable),[object Object]

One must have Kippers,[object Object],So use a TOFF,[object Object],Timely Online Frequent Financial,[object Object]

The Simple Sale,[object Object],Direct Online Sales,[object Object],T O F F,[object Object]

The Complex Sale,[object Object],Brochure request,[object Object],Offline sale,[object Object]

Goal setting,[object Object],Take your KPIs & set them as goals in Analytics,[object Object],Sales, downloads, email links, contact form submissions, donations, video content views, newsletter registrations, time on site, key page views, visits even,[object Object],Create funnels for linear progressions to a KPI (e.g. checkout process),[object Object]

What is a Goal in Google Analytics?,[object Object],A view of a page,[object Object],Any page that has the Google Analytics code on,[object Object],These can be seen in your Top Content Report,[object Object],Needs to be unique,[object Object]

Goal Setting - Video,[object Object],Video removed,[object Object]

Goals & Funnels,[object Object],Gives deeper understanding of entire process,[object Object],Perfect for checkout processes,[object Object],Add to basket,[object Object],Add shipping details,[object Object],Add Credit Card,[object Object],Confirm Order,[object Object],Order Complete,[object Object]

Goals & Funnels – before,[object Object]

Goals & Funnels – after,[object Object]

E-Commerce Tracking,[object Object],Depth of data,[object Object],Direct ROI,[object Object]

Advanced Segments,[object Object],Anyone making use of Advanced Segments?,[object Object],Pretty much anything you can think of can be done!,[object Object]

Advanced Segments - Video,[object Object],Video removed,[object Object]

The page in question,[object Object]

What can we do with this data?,[object Object],Look at what content people do absorb after playing the game,[object Object],Change the page layout,[object Object],Start using Event Tracking,[object Object],Test the changes & review later,[object Object]

Annotations,[object Object],[object Object]

Record special offers,[object Object]

Referrals with Goals,[object Object]

Referrals with Goals,[object Object],What referring sites are working & where are the opportunities,[object Object]

Referrals with Goals - Video,[object Object],Video removed,[object Object]

What can we do with this data?,[object Object],Find out which sites are sending your traffic & producing goals – try to boost them!,[object Object],Find referring sites that are sending traffic but not converting – what more can we do?,[object Object],Find, build & cultivate partnerships with other sites,[object Object]

Keyword Rankings,[object Object]

Keywords, Ranking & Goals,[object Object],Good conversions but low ranks,[object Object],Keywords with good ranks & low conversions,[object Object],Today’s task:,[object Object],Find your top 10 keywords, search for them – find the ones that aren't ranking as high as they could. Improve them!,[object Object],Ignore brand terms!,[object Object]

Keywords, Ranking & Goals,[object Object],Organic Keywords,[object Object]

Keywords, Ranking & Goals,[object Object]

In-site Search,[object Object]

Keywords & In-Site Search,[object Object]

Where to find your query,[object Object],Do a search,[object Object],Look at the URL,[object Object],“field-keywords”,[object Object]

How to setup,[object Object],Analytics Settings (top left hand corner),[object Object],Edit profile settings,[object Object]

Visits by Traffic Source,[object Object]

Visits by traffic source,[object Object]

Exit Pages,[object Object],Where people get fed-up & leave!,[object Object],What should you pay attention to...,[object Object],‘Utility’ pages are the ones to watch,[object Object],About Us,[object Object],Terms & Conditions,[object Object],Contact Us,[object Object],Delivery Information,[object Object],FAQs,[object Object],Benchmark against your own site averages,[object Object]

Top Exit Pages,[object Object]

Recap – Reports to Run,[object Object],Review top 10 Referral sources against goals,[object Object],Keywords, Goals & Rankings – review the top 10 keywords,[object Object],In-Site Search – review and/or setup...,[object Object],Visits by Traffic Source – find spikes & capitalise on them,[object Object],Exit Rate – review your ‘utility’ pages, can you make improvements?,[object Object]

Who, What, When, Why,[object Object],What Google Analytics can't tell you,[object Object]

Putting the Why into the What,[object Object],Google Analytics can help you understand what your visitors did – Not Why!,[object Object],Use other tools to help close the loop,[object Object],Low cost usability testing,[object Object],Google Website Optimiser,[object Object],Surveys,[object Object],Was this article helpful,[object Object],Ask for feedback,[object Object]

Low cost usability testing,[object Object],Rocket Surgery Made Easy – Steve Krug,[object Object],Simple, quick wins, ongoing exercise, fast, cheap!,[object Object]

The HiPPO in the room,[object Object],Highest Paid Person’s Opinion (wins),[object Object],“Change that picture on the home page to something else.”,[object Object],From: http://farm4.static.flickr.com/3559/3447007036_e8a612b89d.jpg,[object Object]

Results – 20% uplift,[object Object]

Crazy Egg - $9/month,[object Object]

ClickTale – from $99/month,[object Object]

4Q Perceptions - free,[object Object]

Additional Resources,[object Object]

Google Conversion University,[object Object],http://www.google.com/support/conversionuniversity,[object Object],Learning centre to study for the Google Analytics Individual Qualification (IQ),[object Object],Good resource for basic navigation, interpreting reports & in-depth analysis,[object Object]

Books,[object Object],Great Google Analytics ‘handbook’,[object Object],Great for more advanced web analytics & theory,[object Object]

Blogs,[object Object],http://www.advanced-web-metrics.com/blog,[object Object],http://www.kaushik.net/avinash/,[object Object],http://analytics.blogspot.com/,[object Object]

Final thoughts,[object Object],Think like a TOFF & report against your KPIs,[object Object],Put the effort in & get good data out (the setup…),[object Object],5 reports to check – today!,[object Object],Record changes & test when you can,[object Object],Utilise additional tools,[object Object]

Questions,[object Object],Any further questions?,[object Object]

Actionable insights with Google Analytics - Edinburgh Chamber of Commerce

Actionable insights with Google Analytics - Edinburgh Chamber of Commerce

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